EUROZONE MARKET STRATEGY 2017-2020

#GlobalAmbition

BUILD SCALE EXPAND REACH DELIVER

GLOBAL AMBITION

Strategy 2017-2020 OverviewEnterprise Ireland’s Corporate Strategy 2017-2020 ‘Building Scale, Expanding Reach & Delivering Global Ambition’ is about inspiring and driving the scale of Irish enterprises globally. We have set strategic ambitions to increase client exports by €5bn to €26bn per annum by 2020 and to support our clients in the creation of 60,000 new jobs, as well as sustaining the existing 200,000 record level of jobs.

We will achieve these ambitious objectives by:

- Innovation: Driving the innovation in Irish enterprise to record levels through new supports to reach the target of €1.25bn in R&D expenditure per annum by 2020

- Competitiveness: Improving the competitiveness of our client companies through our Lean programmes

- Diversification: Increasing the levels of diversification by our client companies into new export markets with two thirds going beyond the UK

- Ambition: Inspiring more companies to have Global Ambition

Eurozone Strategy 2017-2020 OverviewThe Eurozone Strategy 2017-2020 is a key element of the Enterprise Ireland corporate strategy and is about inspiring more companies who have limited exports to the Eurozone (Eurozone Start clients) to expand their reach and enter Eurozone markets. It is also about working with Enterprise Ireland client companies who already have substantial exports into the Eurozone (Eurozone Scale clients) to deepen their presence and scale their exports into the region.

We have set ambitious targets to increase exports to the Eurozone by €2bn per annum by 2020. This would represent one of the most significant shifts in our client exports into the Eurozone and is particularly important in the context of Brexit. This will involve Enterprise Ireland partnering with ‘Eurozone Start’ and ‘Eurozone Scale’ clients and working with them on the export journey from market opportunity awareness, research and capability assessment to product localisation, market entry and market growth. It will also involve Enterprise Ireland offices in the Eurozone identifying new market and sector growth opportunities for clients.

Working with the Department of Jobs, Enterprise and Innovation and partners across Government, Enterprise Ireland is substantially increasing the level of resources in the Eurozone as well as supports available to client companies including market access grants, business innovation funding, market

opportunity reviews, management development programmes and access to trade missions/market study visits. We are also supporting the delivery of the Ireland Connected Government Trade strategy.

We will also encourage more clients to enter the Eurozone through our #GlobalAmbition campaign showcasing companies who are achieving success in the Eurozone and advising on how to enter the Eurozone through market guides, information, sector workshops and insights. We will also launch a new ‘Irish Advantage’ digital campaign in the Eurozone to stimulate awareness of Irish innovation capabilities with buyers to encourage them to source from Ireland.

Delivery of the strategic ambitions set out in this document will require, not only Enterprise Ireland to deliver on our key role in supporting Irish enterprise to expand into the Eurozone, but it will require an unrelenting commitment and investment in innovation from clients at a national and sectoral level to differentiate Irish products and services in these markets.

The successful execution of this Eurozone strategy will deliver a stronger, more diversified indigenous business sector with an expanded footprint in the Eurozone, making an even stronger contribution to jobs and economic growth in Ireland.

OVERVIEWEnterprise Ireland is undertaking a new strategy which will result in one of the largest strategic shifts in its client company exports into the Eurozone. We will achieve this by inspiring and supporting ambitious business leaders to increase the reach of their businesses into the Eurozone and build the scale of their business within Eurozone markets.

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Julie Sinnamon, Chief Executive

STRATEGIC AMBITIONS FOR THE EUROZONE 2017-2020

+ 50% increase in exports to Eurozone

+ €2bn increase in exports

Shift in the global footprint of Irish exports from UK to Eurozone

Eurozone exports

Life Sciences/Medtech

Engineering FoodConstruction

Eurozone sector priorities

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VISION 2020Irish companies powering the economy through strong positions in Eurozone export markets

Eurozone strategic ambitions based on Enterprise Ireland Annual Business Review 2015

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We will achieve our strategic ambitions for the Eurozone by targeting growth markets and growth sectors

2020 Build Scale and Expand Reach Strategic Ambition: Increase exports to €26bn p.a

Current client exports

Italy (€409m)

Germany (€960m)

Belgium/Lux (€373m)

Netherlands (€943m)

Spain (€326m)

France (€902m)

Finland (€58m)

Data Centre Construction

2020target

50%increase across

all countries

Internet of Things (IoT)

Housing & Infrastructure

Artificial Intelligence

Talent Management & Skills

New sector opportunities

We will deliver on our strategic ambitions for the Eurozone by helping client companies to:

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‘Eurozone Scale’ companiesBuild scale in the Eurozone

‘Eurozone Start’ companies Expand reach in the Eurozone

Enterprise Ireland Eurozone client journey

Awareness/ Activation

Market EntryCapability Assessment

Market GrowthResearch/ Validation

66% of exports beyond the UK

UK consolidation: 33% of exports

Total Exports to €26bn (+26%)

66% of exports beyond the UK

UK consolidation: 33% of exports

Total Exports to €26bn (+26%)

Encourage ambition of clients to scale in Eurozone

Enhanced one-to-one client engagement

Intensified Enterprise Ireland client supports to drive international trade

Drive customer-led innovation in the Eurozone

Promote Irish innovation and sector capabilities to buyers in the Eurozone

Build awareness of Eurozone opportunities

Increase Eurozone market research supports

Increase funding for Eurozone growth

Identify new market and sector opportunities

Enhance capability and innovation supports to prepare for the Eurozone

Expanding reach in the Eurozone We will expand the reach of a significant number of ‘Eurozone Start’ companies to help them enter the Eurozone market and develop exports in key markets. We will do this by:

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STRATEGIC AMBITIONS ACTIONS

Building the awareness of Eurozone opportunities

• Increase awareness of Eurozone opportunities for Eurozone Start companies

• Increase the number of client companies starting to export to the Eurozone, particularly those who are highly reliant on the UK

• New Eurozone #GlobalAmbition campaign will raise awareness of opportunities in the Eurozone.

• New GlobalAmbition website will contain a range of case studies, market guides, articles and information on how to export to the Eurozone

• International Markets Week September 2017 will bring Enterprise Ireland Eurozone advisors back to Ireland to develop business plans with clients

• Eurozone sectoral workshops will provide key information on a range of sectoral opportunities across the Eurozone

Enhancing market research access and capability development

• Increase the level of market research and validation of Eurozone market opportunities

• Increase client capability to enter the Eurozone

• Increase support from Enterprise Ireland Market Research Centre

• Increase Market Study Visits (MSVs) and exploratory visits to the Eurozone

• New client engagement diagnostic to assess client product/service fit for the Eurozone and identify areas for Enterprise Ireland supports

• New Strategic Market Review (SMR) to support client market development

• Graduates 4 International Growth Programme with language skills available to clients

Increasing Eurozone research supports

• Significant increase in clients starting to export to Eurozone, particularly in sectors which are UK reliant

• Increase trade missions and trade events to Eurozone countries

• Mentors to support client Eurozone business plan implementation

• Management development training for senior management to grow their business into new markets

• Peer-2-Peer introductions and networks for intelligence and buying opportunities

• Increase in inward buyer visits to Ireland

• One-to-one engagement with Enterprise Ireland’s six offices in the Eurozone region

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Building scale in the Eurozone We will support ‘Eurozone Scale’ client companies with modest to large exports to the Eurozone to accelerate their growth. We will do this by:

STRATEGIC AMBITIONS ACTIONS

Increasing funding for Eurozone market scaling

• Increase the level of funding available to Eurozone Start clients who are already exporting to the Eurozone to scale in their sectors and into new markets within the Eurozone

• Increase in Market Access Grants (MAG) to support companies funding new market expansion programmes in key sectors/markets

• Funding support for attending key sectoral trade shows and in-market events

• Internationalisation grant to support market feasibility studies

• Key Eurozone manager (Ireland-based) funding support to recruit key staff to support Eurozone market entry and development

Identifing new market and sector opportunities for Eurozone Start clients

• Maximise opportunities for clients to win new business in key sectors in priority markets

• Funding for product/service innovation and localisation

• New Market Opportunity Review for clients to identify new markets

• In-market sector opportunity identification via Enterprise Ireland Eurozone offices

• Enhanced market intelligence and information for clients on key procurement opportunities in priority sectors including data centres, IoT, housing, infrastructure

STRATEGIC AMBITIONS ACTIONS

Driving ambition of clients to scale in Eurozone

• Increase the ambition of companies to scale more in the Eurozone

• Increase awareness of Eurozone opportunities by Eurozone Scale companies

• Increased access to market information and sectoral research through the Market Research Centre

• Double the number of trade missions and supports for attending in-market sector trade events

• Introductions to Enterprise Ireland clients active in other Eurozone markets

• Eurozone #GlobalAmbition campaign showcases successful Irish exporters to the Eurozone in key sectors

• New market access guides and information

For more information on events and client supports which enable the delivery of the Enterprise Ireland Eurozone 2017-2020 Strategy visit www.enterprise-ireland.com

Enterprise Ireland, The Plaza, East Point Business Park, Dublin 3. Tel: (01) 727 2000© Enterprise Ireland May 2017 (369)

STRATEGIC AMBITIONS ACTIONS

Enhancing one-to-one client engagement

• Drive scale in clients exporting to the Eurozone

• Roll out new structured diagnostic Client Engagement Tool

• Intensified one-to-one engagement with Enterprise Ireland sector and overseas teams to identify business needs and market opportunities across the Eurozone

• New client engagement diagnostic tool to identify client needs, gap analysis, capabilities assessment and client action plan with relevant Enterprise Ireland supports

• New International Opportunity Review will provide clients with a structured framework to engage with Enterprise Ireland to unlock new sector opportunities across Eurozone markets

Intensifying Enterprise Ireland client supports to drive international trade

• Increased Enterprise Ireland presence to support client scaling in market

• Increase access to funding to support growth and scaling opportunities

• Increased Enterprise Ireland in-market resources and Enterprise Ireland staff in the Eurozone to support client business, development and scaling

• Internationalisation funding supports to help clients accelerate growth in Eurozone markets

• Access to in-market business accelerators for business intelligence

• In-market peer-2-peer networking opportunities

Driving customer-led innovation in the Eurozone

• Increase the levels of investment and spend in R&D and innovation by client companies to enable them to continue to develop products and services localised for Eurozone markets

• Access to pathfinders to identify business opportunities across the Eurozone

• Increase access to Business Innovation Initiative to continue to develop new products/services

• Support market-led product, process and service innovation for companies across all sectors

• Drive access to research funding and partnership opportunities as part of the EU’s €80bn Horizon 2020 strategy

Promoting Irish innovation and sector capabilities to buyers in the Eurozone

• Support the growth in Eurozone exports by client companies by stimulating demand through targeted Eurozone marketing communications campaigns

• New Eurozone Irish Advantage communications and messaging campaign will brand and promote Irish innovation and sectoral capabilities in the Eurozone

• New website will showcase Irish innovation and in-market digital marketing campaigns will drive buyer engagement and leads